this is obama, this is president obama and they're really disappointed. is >>> in 2008, i voted for barack obama. >>> he was new. he had new ideas. >>> i think that now we've given obama a fair chance. and i don't think he's able to do what we need him to do. >>> the president is doing a mediocre job, and the economy in my opinion is still the same as it was four years ago. >>> what's effective about that is that what governor romney has to do is persuade people who voted for president obama that they shouldn't vote for him again. if the attack is strong on his competence or strong on some facet of his leadership, the danger is people hunker down and defend their original vote. this situates the voter where the voter is right now, it says, "we license you to reject the incumbent." it's an ad that says, "let's make this a referendum. >> what about the pro-obama ad? what's the most effective ad they've run that is believable? >> i think the most effective ad that they have is on the air right now. it's capturing a small segment of the statement that governo